Let’s have a look at what’s happening at Japanese kawaii brand San-X for March with new themes and collections for Rilakkuma, Sumikko Gurashi, Ishiyowa-chan and Chickip Dancers, plus Jinbe San’s 10th anniversary. Shopping links and info is at the end of the post and all the collections also have free wallpapers.
I have to start with Chickip Dancers as I laughed way too hard at this music video, which is exactly the sort of bizarre silliness that made me fall in love with San-X. The theme is Karaage LOVE for everyone who can’t get enough fried chicken in their life. This should probably have been a brand collab as it definitely made me want to eat some (apologies to the new Small Fried Chicken character!).
There are all kinds of fun products to make sure everyone knows your favourite food, ranging from a useful eco bag, hand towel and stationery to some hilarious plush (including fried chicken maracas and one you can wear on your wrist).
Jinbe San is celebrating his 10th anniversary with a colourful new birthday theme including new Balloon Fish and White Sea Cucumber characters. All the rainbow colours make this such a happy and cheerful theme.
There are loads of plush including all the new characters in 2 sizes, sakura patterned and the return of the pillow plush in a new sleepy design. I also love all the stationery, which includes stickers, notebooks, letter sets and pouches.
Rilakkuma has a very sweet new theme called Rainy Days, Sunny Days and it’s all about lifting yourself out of the gloom of bad times. There’s always sunshine after the rain and even rainy days can be fun with friends and umbrellas. All the plush are super cute with the friends dressed in rain coats and holding umbrellas, and even clear pouches to keep them safe in the rain! My favourite is a heartbreakingly adorable sitting Rilakkuma that will keep you company when you’re down *sobs*. There’s also plenty of practical items like desk accessories, bags and umbrellas, and lots of stationery.
Ishiyowa-chan debuted last year and the weak-willed dog who always puts things off until tomorrow is back with a new daily life theme featuring organised cat colleague, Ishitsuyo-chan. These are mostly useful items for your own daily life with lots of stationery, bags and accessories, but there’s some plushies too. I really love the style of those square sticker sheets, they feel very unique.
And finally, a mini collection for Sumikko Gurashi, What if Sumikko evolved…? This is based on a popular illustration they shared on social media and imagines how Penguin?, Tokage and Ebi-Fry could evolve into new species, some of which look very silly! The collection is mostly plush, in a boggling array of sizes, but there’s also stationery, mini flocked figures and ita bags.
How to buy San-X
All the products for March are in the San-X shop now but you’ll need to use a forwarding service outside Japan. Otherwise you need to keep an eye on resellers. AmiAmi (JP) does pre-orders before release, Meccha Japan (JP) does both pre-order and in stock items, while Kawaii Republic (JP) and Very Goods (JP) usually add most items within a few days or weeks. International shops can take longer, from weeks to many months – we recommend Cuteness (EU – also do preorders), ARTBOX (UK) and Oshoppu (UK). Use our guide to The Best Kawaii Shops Worldwide for more options. US fans also now have an official San-X store on Amazon, mostly with products made for the US market.
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